SAFE SEX PLEDGE LAUNCHES GLOBAL WEBSITE TO RAISE FUNDS FOR HIV & AIDS CAMPAIGNS
Staying Alive & The Body Shop launch new global fundraising
campaign to promote safer sex
Staying Alive Seeks to Support grassroots organisations in the UK
London, 23rd March 2009: Staying Alive – MTV’s global HIV & AIDS awareness campaign - is launching a dedicated website, www.yestosafesex.com to support the third successive fundraising campaign with The Body Shop. The primary objective of the campaign is to encourage young people, around the world, to say ‘yes to safe sex’ – and in turn - increase awareness and reduce new infections.
On Monday 23rd March The Body Shop is launching a limited edition tantalising lip butter which be sold globally in their stores. All proceeds from sales will go to the Staying Alive Foundation. To date the campaign partnership has raised over £1.4m to support grassroots organisations around the globe that are fighting the epidemic through education and prevention.
The dedicated website is a key element to driving awareness among 16-34 year olds and will be available in 10 languages to ensure that people visiting the site can draw maximum benefit from the content available. To ensure a consistent and fully comprehensive user experience, the site is a synthesis of the graphics and designs used in The Body Shop stores around the world and MTV’s own global on-air campaign.
The site not only encourages people to purchase the lip butter to raise funds for the Staying Alive Foundation but it also provides a resource in terms of information on HIV & AIDs prevention and promotes safe sex.
The site also asks visitors to make three pledges which tie into the three “Yes” elements of the campaign tagline. These are:
• To talk openly about sex with your partner
• To get clued up about safe sex
• To have safe sex (if and when you have sex)
When the user has committed to all three elements, their pledge is automatically added to the total pledge figure, and represented on a map. This map will graphically illustrate how many pledges are being made globally and per region and will a list of top ten pledging countries.
The ‘Shout’ section also shows all the ways users can connect with the campaign online. As well as a Facebook group, people will be able to follow updates on Twitter and upload photos to a Flickr group. Additionally campaign-themed graphics will be available for download to personal social networking sites.
“The digital space that we have created works to bolster the safe sex message to young people,” said Julie Allen, Director, Digital & Creative, Social Responsibility, MTV Networks International. “Not only is the site a seamless extension of the on-air and in-store concepts but we have developed specific elements – such as the pledge – that give people the chance to show their support and be heard.”
The Staying Alive Foundation is also seeking to fund grassroots organisations in the UK that are working with young people in the field of HIV & AIDS prevention and education. Organisations that would like to be considered for funding can apply online at www.staying-alive.org. Successful applicants will need to meet strict and specific criteria for a first year grant of £8,000 with a potential for further funding - again after having fulfilled strict criteria - for a period of 3 years totalling £35,000.
The limited edition Tanatalising Lip Butter (RRP: £5.00) goes on sale in The Body Shop stores nationwide on Monday 23rd 2009. With each purchase £3.98 will go to support the MTV charity Staying Alive Foundation.